Marketing encyclopedia
by Jeffrey Heilbrunn
About
Change and challenge have always been essential parts of every marketer's standard lexicon. But in recent years the intensity of both has added two more words to most marketers' vocabularies: uncertainty and opportunity. The AMA Marketing Encyclopedia: Issues and Trends Shaping the Future was written to enable marketers to respond to the challenges of uncertainty and change that have become part of everyday existence and to capitalize on the opportunities those challenges present.
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